A man I respect as a peer and pal is a social media leader and A(mazing) lister who will deny that last descriptor as a slight, but he carries enough clout that he has deleted his Klout profile and also his Google+ profile.
His blog post hit my in box over the weekend, and I was fascinated with his announcement that he had deleted his Google+ profile and was lamenting that Google required him to re-up his profile IF he wanted to use Google Analytics.
So, I got to thinking about social media leaders who take proactive steps to change it up. Remember the leaders who deleted all their Twitter followers ? That was all the rage for awhile with everyone talking about what that meant, why they did it and what influence it had.
That said, I got to thinking about what it means to be in social media marketing. Each of us engages with the next new channel. I kicked and screamed all the way to Pinterest to fall in love and then have that love wane to zero after the legal problems came to light. But, I didn’t delete my profile…yet.
Danny Brown is someone I fully consider a leader in this space. I feel as if I know him extremely well, yet we’ve never met IRL or via Skype. I need to change that up. I remember when I started and I was in awe of his efforts with 12for12K.com.
And, we’ve fought the PR machine together, too. That makes us kindred . So, when I read yet again that Danny was justifying why he had deleted a profile after playing ball (he had met with some interesting obstacles and Wil E. Coyote shenanigans) I thought:
If you’re in social media, shouldn’t you have a Google+ profile? Then, I thought, Danny is now working for Jugnoo Me; not driving his own company. Is that the reason he’s not as concerned with personal branding as before?
So as not to sideswipe Danny or speak on his behalf, I sent this post to him for his heads up in the hopes he would be able to shed some light on my curiosity. Let’s define what that curiosity means — it’s not gossip by any stretch; it’s learning.
Do I need to keep my Pinterest profile if I’m not going to be current or active? Do social media leaders have to engage on all the channels to show they know what’s hot? I seriously want to know the answers to these questions, and I’m hoping the king himself will help provide us with some insight…Danny?
(Thanks, Mr. Brown!) Danny Brown says:
“The way I look at it is this – does this platform really need to take up my time, and is it doing things at least in some right ways? When Klout first arrived on the scene, I was curious as I’m really interested in how messages are filtered through the channels, and what influence could mean for brands and business. Then I found out about their crappy privacy, their shady profile setting up and their inclusion of minors, and I deleted. It was simply a popularity tool as opposed to a true influence measure.
Now Google, with their Google+ platform, seems to want to follow the same path – force account creations, count “active users” as people who might click on G+ alerts in Gmail but never go through to the site, allow non-users to be emailed by their connections online to encourage sign-ups, etc. Its invasive marketing and so out of touch with Google’s lauded “don’t be evil” mantra. It may be a bit easier to take if the platform was good, but it’s such a stale experience compared to Twitter and Facebook (and, yes, you can say it’s down to the people you follow, but I followed some of the smartest folks around while their content was great, the user experience was still bland).
My time is very limited, due to professional and family commitments, so unless a platform stands out as being hugely effective, I won’t waste time on there. I’ve never felt the need to “build a personal brand,” as that always sounds forced and contrived. So not being on the “big platforms” doesn’t bother me too much. If I miss out, so be it – I’ll still prefer to be active on the platforms that matter to me, and for now that’s my blog, Twitter and Facebook. Everything else is either a luxury I don’t need or a time suck that’s being hyped by those looking to push their own books, webinars and agendas.
My advice? Look at the platforms, evaluate your interaction and returns, and if they don’t seem to make sense, then spend your time where you’re more effective, both as a producer and a listener. That’s how you’ll get the results that matter.”